The 2024 Summit has now taken place.
The 2025 Summit will take place on Thursday 3rd July.
Tuesday 25th June 2024
The Cavendish Centre, London W1
The Silver Marketing Summit is Europe’s leading conference focused on the “silver” market – offering marketers the opportunity to enjoy a full day of expert speakers and networking sessions. Tickets included entry to the Silver Marketing Awards at 5.30pm and a copy of the “Marketing the Tough Stuff” research report.
Silver Marketing Summit Delegate list
2024 Silver Marketing Summit Agenda
09.00am Registration, networking, breakfast – sponsored by Anything But Grey
09.25am Introduction & welcome to our sponsors
09.30am Keynote address – view from the USA
We are delighted to welcome Michael Clinton, former president and publishing director of Hearst Magazines, and now CEO and Founder of ROARforward.
09.50am Who’s next? Marketing to the next generation of silvers
The youngest GenXers born in the late 70s and the oldest Millennials born in the early 80s, will be turning 50 in the coming years and they too will be joining the age group that controls the lion’s share of UK consumer spending power. How can we communicate to this emerging cohort effectively?
A panel discussion with Q&A from the audience.
Chair: Sarah Firth, PR Creative & Strategy, Anything But Grey
Panellists:
Sarah Austin, Founder & CEO, Really Helpful Club
Jon Cockcroft, Chief Executive, Bowls England
Caroline Ayling, Marketing Director, JAA Media
Who’s last? The Silent Silvers – how to reach the over 70s
Far from a silent minority, this is a group of over 5,100,000 consumers, born pre, during or post WW2 and grew up in a period of austerity and thriftiness. How can we target their spending power in their 4th quarter of life?
A panel discussion with Q&A from the audience.
Chair: Graeme McKenzie, Founder, Let’s Talk Ageing
Panellists:
Chrissy Nason-Smith
Peter Walshe
Mike Turner
10.50am Tea & coffee break and networking, sponsored by DAPS
11.10am Marketing Later Life Housing
Globally, retirement property sales are booming. But not here. Less than 1% of British over-65s live in retirement villages. Why is something that is so badly needed struggling to fulfil its potential? What are the marketing challenges and how can these be addressed?
A panel discussion with Q&A from the audience.
Chair: Tony Watts OBE, Founder Age Action Alliance
Panellists:
Mario Ambrosi, Director of Communications and Marketing, Anchor
Sian Hammer, Group Sales & Marketing Director, Audley Group
James Cobb, Sales Director, Inspired Villages
Emma Webster, ESG & Corporate Affairs Director, Lifestory Group
11.40am Ageism in Fashion marketing
The majority of marketing communications advise older people, mainly women, to dye their hair, get rid of their wrinkles and lose weight to continue to look good and to be relevant in society. However, we are seeing winds of change when it comes to fashion. Or is it just age-washing?
A panel discussion with Q&A from the audience.
Chair: Nicky McKenna, Principal, WSI Advisors UK
Panellists:
Jacynth Bassett, Founder & CEO of Ageism Is Never In Style
Prof Carolyn Mair, Carolyn Mair Consulting Limited
Annie Stirk, Silver Model & Influencer
Angel Sinclair, Founder of Models of Diversity
12.10pm Top Tips for producing great content
A masterclass which will give you 5 top takeaway tips when targeting an older audience in each of the following areas:
Storytelling – Georgina Lee, Head of Narrative, National Innovation Centre for Ageing
Newsletters & Blogs – Diane Kenwood, Journalist, Blogger, & Editor of These are the Heydays
Social Media – Martin Lock, Founder & CEO, Silver Surfers
Video – Richard Hammond, Executive Videographer & Founder, Green Traveller Productions
12.40pm Lunch & networking, sponsored by Autumna
1.45pm Meet the Disruptors: Marketing Age Tech start-ups
Welcome to a Silver Dragons’ Den where age tech start-ups each have 3 minutes to present their marketing pitch. The audience will be invited to ask questions and then invest a (fictitious!) marketing budget in their preferred start-up.
A panel discussion with Q&A from the audience.
Chair: Adam Greenwood, CEO The Human Tech Agency
Panellists:
Amanda Philpott, CEO & Co-Founder, Eargym
Garrett Sprague, CEO & Founder, Smplicare
Lynda Lowe, Chief Marketing Officer, Sentai
Michael Kerstein, Founder, Easyphones
2.20pm Marketing Finance & Pensions
Our panel of experts offer insights on issues that are crucial to anyone marketing to the older consumer: e.g. trust and a wide diversity of affordability. Challenging the tired stereotypes about how exciting marketing Finance and Pensions can be is just the start!
Chair: Steve Huxham, Policy & Public Affairs Director, Silver Marketing Association
Panellists:
Lisa Edgar, CEO, the Big Window; Board Director, the Merchants Trust
Jasper Martens, Chief Marketing Officer, PensionBee
Tim Grimsditch, Chief Marketing Officer, Unbiased
2.45pm Tea & coffee break and networking, sponsored by Accord Marketing
3.05pm Marketing Rebrand Case Study – from Rambler to Ramble
Accord Marketing & Ramble Worldwide present the transformation of a heritage brand from Ramblers Walking Holidays to Ramble Worldwide.
Speakers:
Kevin O’Regan, Managing Director, Ramble Worldwide
Richard Anderson, Creative Director, Accord Marketing
3.30pm The Unmentionables – Marketing the Tough Stuff
Much time and content is weighted to luxury products and attractive services for the silver sector. However, let’s not forget the other side of getting older: it’s not sexy and it’s not glamourous. We’ll be taking a deep dive into marketing products that address some of the more basic needs of later life.
A panel discussion with Q&A from the audience.
Chair: Debbie Harris, Managing Director, Autumna
Panellists:
Annabel James, Founder, Age Space
Matt Barraclough, Creative Director, ABF Pictures
Matt Roberts, UK Director for Service & Strategic Partnerships, Handicare
Paul Dennis, Global Marketing & Communications Manager, Tena
4.05pm Marketing Love & Sex in Later Life
To conclude the day, our panel of experts get up close and personal when it comes to dating, love second time around (or first!), and the problems & challenges of being an older lover . Not forgetting STDs. It’s set to be an enlightening and fascinating discussion, to which the audience is invited to pose questions.
A lively panel discussion with Q&A from the audience.
Chair: Jo Rzymowska, founder Jovolution
Panellists:
Avivah Wittenberg-Cox, author of Late Love: Mating in Maturity
Suzanne Noble, Co-host, Sex Advice for Seniors
Alan Fairfax, travel writer & widower
4.40pm Closing remarks
4.45pm Free drinks for all delegates in the bar, sponsored by NICA
5.30pm Silver Marketing Awards
6.15pm Return to the bar for final drinks
6.45pm Close
Why should you attend? Don’t just take our word for it..
I just wanted to say again how much I enjoyed the summit. I can honestly say it was the most informative conference I think I have ever attended!
Debbie Harris, Managing Director, Autumna
Thanks for a truly brilliant day . I found it so useful, insightful and truly gratifying to spend the day completely focused on this audience that we are all so passionate about representing in its full spectrum. I’m already looking forward to next year’s summit.
Sarah Firth, PR Creative & Strategy, Anything but Grey